Creative Development Process for Agency
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Unlocking Key Category and Brand Codes to Spark a Customer Reaction

Our proprietary process which distills the many thoughts, opinions and
ideas of the client, agency and targets into a simple promise that is
distinctive, ownable and actionable.

Guided by six principles:
• It’s difficult to see the picture when you are inside
the frame.
• Knowledge is the process of piling up facts. Wisdom lies in
their simplification.
• People aren’t interested in you, they are interested in
themselves.
• The competition doesn’t stand still.
• When you capture consumers’ minds you gain interest, but when
you capture their hearts you gain commitment.
• It’s not creative unless it sells.